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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal Akuntansi dan Pajak Jurnal Ilmiah Ekonomi Islam Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika JURNAL MANAJEMEN MOTIVASI Indonesian Journal of Strategic Management Indonesian Journal Of Business And Economics Jurnal Ilmiah Administrasi Bisnis dan Inovasi Valid Jurnal Ilmiah International Journal of Economics, Business and Accounting Research (IJEBAR) BERNAS: Jurnal Pengabdian Kepada Masyarakat Bussman Journal : Indonesian Journal of Business and Management International Journal Administration, Business & Organization Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) PUBLICA: Jurnal Pengabdian Masyarakat JURNAL ABDIMAS PLJ House of Management and Business Journal E-Prosiding Seminar Nasional Manajemen dan Akuntansi STIE Semarang (SENMAS) DIGIBE: Digital Business and Entrepreneurship Journal Asmara Jurnal Manajemen Maranatha JAMARI : Jurnal Pengabdian Masyarakat Mandiri JAMARI : Jurnal Pengabdian Masyarakat Mandiri INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS
Wely Hadi Gunawan
Universitas Kuningan
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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Pengaruh Digital Marketing, Electronic Word Of Mouth dan Citra Merek terhadap Kepuasan Pelanggan pada Produk Facial Wash Wardah Lightening di Kabupaten Kuningan Ulhaq, Virgina Dhia; Suhardi, Dadang; Gunawan, Wely Hadi
Indonesian Journal of Strategic Management Vol. 7 No. 2 (2024): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v7i2.10183

Abstract

Fenomena dalam penelitian ini adalah penjualan produk Facial Wash Wardah Lightening yang mengalami penurunan penjualan selama tiga tahun terakhir dari tahun 2021 – 2023 di beberapa toko swalayan seperti toko Terbit Toserba Kuningan, Fajar Babatan Kadugede dan Dhiva Cosmetics Kuningan. Maka dapat diartikan bahwa produk Facial Wash Wardah Lightening mengalami pertumbuhan yang negatif. Penelitian ini bertujuan untuk mengetahui atau menganalisis Pengaruh Digital Marketing, Electronic Word Of Mouth Dan Citra Merek Terhadap Kepuasan Pelanggan Pada Produk Facial Wash Wardah Lightening Di Kabupaten Kuningan. Sampel yang diambil sebanyak 100 orang pengguna produk Facial Wash Wardah Lightening di Kabupaten Kuningan. Instrument penelitian ini berupa penyebaran kuisioner (angket) secara online melalui google form. Teknik analisis data yang digunakan adalah software SPSS 22.0. Hasil hipotesis yang diajukan menujukkan bahwa (1)Digital Marketing, Electronic Word Of Mouth dan Citra Merek secara simultan berpengaruh positif terhadap Kepuasan Pelanggan. (2) Digital Marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. (3) Electronic Word Of Mouth tidak berpengaruh terhadap Kepuasan Pelanggan. (4) Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan.
Brand Image dalam Memediasi Pengaruh Green Marketing dan Green Product terhadap Brand Loyalty Harjadi, Dikdik; Gunawan, Wely Hadi; Alawiyah, Widi Suci
Indonesian Journal of Strategic Management Vol. 8 No. 1 (2025): Indonesian Journal of Strategic Management
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/ijsm.v8i1.11216

Abstract

Fenomena dalam penelitian tersebut menunjukkan bahwa meningkatnya kerusakan lingkungan dan kesadaran konsumen akan pentingnya produk ramah lingkungan telah mendorong Lion Star, produsen wadah makanan plastik, untuk menerapkan strategi Green Marketing dan Green Product. Penelitian ini bertujuan untuk mengkaji secara empitis bagaimana kesadaran lingkungan, Pemasaran Hijau, Produk Hijau, Loyalitas Merek, dan Citra Merek memengaruhi keputusan konsumen untuk membeli kembali wadah plastik Lion Star. Melibatkan 180 responden. data dikumpulkan melalui kuesioner yang didistribusikan melalui Google Forms dan dianalisis menggunakan Structural Equation Modeling (SEM). Temuan penelitian (1) Pemasaran Hijau memiliki efek positif dan signifikan pada Citra Merek. (2) Produk Hijau memiliki efek positif dan signifikan terhadap Brand Image. (3) Pemasaran Hijau tidak memiliki efek yang signifikan pada Loyalitas Merek. (4) Produk Hijau memiliki efek positif dan signifikan terhadap Brand Loyalty. (5) Brand Loyalty memiliki efek positif dan signifikan terhadap Brand Image. (6) Variasi Pemasaran Hijau tidak mempengaruhi Loyalitas Merek melalui Citra Merek sebagai variabel yang mengintervensi. (7) Variabel Produk Hijau memiliki pengaruh positif dan signifikan terhadap Brand Loyalty melalui Brand Image sebagai variabel intervensi.
PRODUCT DIFFERENTIATION AND BRAND AWARENESS STRATEGIES IN INCREASING INTEREST IN BECOMING SHARIA BANKING CUSTOMERS Kartika, Neng Evi; Hardjadi, Dikdik; Gunawan, Wely Hadi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 1 (2024): IJEBAR : Vol. 8, Issue 1, March 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i1.11779

Abstract

Islamic banking is a type of financial institution whose activities are based on sharia principles which aim to be free from usury. In the development of attracting people to become sharia banking customers, there are obstacles, especially in the marketing sector. So an appropriate marketing strategy is needed, so that sharia banking can be accepted by the public. In this research, as a form of sharia banking to win the competition, a product must be created that is different from similar products, this difference is called product differentiation. Apart from that, companies need to raise public awareness of their existence with a positive and innovative impression through the products they offer. This research uses descriptive quantitative research with a sample size of 100 people. The results of this research show that together product differentiation and brand awareness influence interest in becoming a customer; (2) product differentiation has a positive effect on purchasing interest; (3) brand awareness has a positive effect on purchasing interest.
THE INFLUENCE OF FINANCIAL PERFORMANCE ON RETURNS WITH ESG AS AN INTERVENING VARIABLE Arraniri, Iqbal; Maulana, Yasir; Komarudin, Munir Nur; Gunawan, Wely Hadi
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 2 (2024): IJEBAR, VOL. 08 ISSUE 02, JUNE 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i2.13192

Abstract

The purpose of this study is to examine the effect of financial performance on stock returns by considering sustainability as an intermediate variable. This study uses Structural Equation Model analysis to assess the relationship between ROI, PER, PBV, and OPM variables as a representation of economic fundamentals, ESG variables as a representation of sustainability, and the relationship between Stock Return. The data used in this study are secondary data in the form of financial reports and accountability reports of public companies. The research sample consists of companies that meet the criteria set out in this study. The results of SEM analysis show that there is a significant direct influence between financial performance (ROI, PER, PBV, and OPM) and stock eturns and there is a significant direct influence between ROI, PER, PBV, and OPM and sustainability (ESG). In addition, this study also found that ESG acts as a mediator between economic fundamentals (ROI, PER, PBV, and OPM) and stock returns. The results of this study have important implications for understanding the relationship between economic fundamentals, sustainability and stock performance. This study provides empirical evidence that companies with good financial performance tend to adopt better sustainability practices, which in turn can affect stock returns. Business stakeholders, regulators and investors can use this impact to make more informed and sustainable decisions.
Entrepreneurial Orientation and Marketing Innovation ON PERFORMANCE MARKETING WITH LEVEL OF COMPETITION AS INTERVENING VARIABLES (Survey on UMKM Actors in KUNIGAN DISTRICT) Gunawan, Wely Hadi; Novandari, Weni; Setyanto, Refius Pradipta
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 8 No 3 (2024): IJEBAR, VOL. 8, ISSUE 3, September 2024
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v8i3.14105

Abstract

The phenomenon in this research is the market share, especially MSMEs in Kuningan Regency, which experienced a decline in sales from year to year. So it can be interpreted thatThe Kuningan Regency MSME market share experienced negative growth. This lessonaims to find out or analyze the influence of green marketing and corporate socialresponsibility for purchasing decisions through consumer knowledge. The sample taken was 150 MSMEs in Kuningan Regency. The research instrument was in the form of distributing questionnaires via Google from. The data analysis technique used is Structural Equation Modeling (SEM). The results of hypothesis testing show that (1) Entrepreneurial Orientation has a positive and significant influence on the Level of Competition. (2) Marketing Innovation has a significant positive impact on the Level of Competition. (3) Entrepreneurial Orientation has a positive and significant impact on Marketing Performance. (4) Marketing Innovation has no effect on Marketing Performance decisions. (5) The level of Interference has a positive effect on purchasing decisionsand has a positive effect on Important Marketing Performance. (6) Entrepreneurial Orientation has a positive effect on Marketing Performance through Marketing Innovation. (7) Marketing Innovation has a positive effect on Marketing Performance through Level
PENGARUH GAYA HIDUP, IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI PADA KONSUMEN QINTHARA COFFEE N RESTO DI KABUPATEN KUNINGAN) Pratama, Widy Nur; Wachjuni, Wachjuni; Gunawan, Wely Hadi
House of Management and Business (HOMBIS) Journal Vol 4, No 1 (2025): House of Management and Business (HOMBIS JOURNAL)
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Universitas Muhammadiyah Gombong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26753/hombis.v4i1.1550

Abstract

Penelitian ini bertujuan untuk mengetahui 1) pengaruh gaya hidup, iklan dan Kualitas Produk terhadap keputusan pembelian di Qinthara Coffee n Resto Kabupaten Kuningan 2) pengaruh gaya hidup secara parsial terhadap keputusan pembelian di Qinthara Coffee n Resto di Kabupaten Kuningan 3) pengaruh pengaruh iklan secara parsial terhadap keputusan pembelian di Qinthara Coffee n Resto di Kabupaten Kuningan 4) pengaruh kualitas produk secara parsial terhadap keputusan pembelian di Qinthara Coffee n Resto di Kabupaten Kuningan. Metode penelitian menggunakan metode kuantitatif dengan jenis penelitian survei. Teknik pengambilan sampel menggunakan rumus purposive sampling dimana pengambilan sampel atau informan didasarkan pada pertimbangan tertentu sesuai dengan tujuan dan manfaat penelitian. Pengumpulan data diperoleh dengan menggunakan kuesioner dengan google form kepada 100 responden konsumen Qinthara Coffee n Resto di Kabupaten Kuningan. Teknik analisis data yang digunakan adalah uji asumsi klasik, analisis regresi linier berganda, uji koefisien determinasi dan uji hipotesis. Analisis regresi linier berganda menunjukkan adanya hubungan pengaruh positif antara gaya hidup, iklan dan kualitas produk terhadap keputusan pembelian. Hasil penelitian menunjukkan: 1) gaya hidup, iklan dan kualitas produk secara simultan berpengaruh terhadap keputusan pembelian. 2) gaya hidup berpengaruh secara parsial terhadap keputusan pembelian. 3) Iklan berpengaruh secara parsial terhadap keputusan pembelian. 4) kualitas produk berpengaruh secara parsial terhadap keputusan pembelian. Kata Kunci : Gaya Hidup, Iklan, Kualitas Produk, Keputusan Pembelian
THE INFLUENCE OF BRAND IMAGE AND DIGITAL MARKETING ON REPURCHASE INTENTION OF REEBOK SHOES WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE: (A Survey of Private University Students in Kuningan Regency) Salsha Billa Azzhara Azzhara; Dikdik Harjadi; Wachjuni Wachjuni; Wely Hadi Gunawan
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 2 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/trg3ft40

Abstract

This study aimed to examine the influence of brand image and digital marketing on the repurchase intention of Reebok shoes, mediated by customer satisfaction. The research used a quantitative method with a survey approach involving 140 private university students in Kuningan Regency who use Reebok shoes. Data analysis was conducted using the Partial Least Square (PLS) method with SmartPLS software. The results of the study indicate that: (1) brand image has a positive and significant influence on customer satisfaction. (2) digital marketing has a positive and significant influence on customer satisfaction. (3) brand image has a positive and significant influence on repurchase intention. (4) digital marketing has no influence on repurchase intention. (5) customer satisfaction also has a positive and significant influence on repurchase intention. (6) brand image has a significant influence on repurchase intention through customer satisfaction. (7) digital marketing has a significant influence on repurchase intention through customer satisfaction.
Pembinaan UMKM Perempuan Desa Cikupa; Sinergi SDM dan Potensi Lokal menuju Kemandirian Ekonomi di Era Digital Masruroh, Rina; Gunawan, Wely Hadi; Arraniri, Iqbal
JAMARI : Jurnal Pengabdian Masyarakat Mandiri Vol. 2 No. 2 (2026): Januari
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/.v2i2.1015

Abstract

Empowerment of women-owned MSMEs in rural areas plays a vital role in supporting family and village economies. This community service activity aims to improve Human Resource (HR) capacity and economic independence of women MSME actors in Cikupa Village, Darma District, Kuningan Regency. The partners faced main obstacles such as low business management literacy, lack of business legality (NIB), and minimal use of digital technology for marketing. The implementation methods included socialization, business management training using the Business Model Canvas (BMC), assistance with business legality (OSS-RBA), and digital marketing training (social media and e-commerce). The results showed an increase in partners' understanding of good business governance. Additionally, participants were successfully assisted in issuing Business Identification Numbers (NIB) and started utilizing WhatsApp Business and social media to promote local potential products. The synergy between HR capacity strengthening and digital technology adoption has proven capable of encouraging women MSME actors in Cikupa Village to be more adaptive and competitive.
Penerapan strategi digital marketing untuk UMKM Desa Dadiharja Kecamatan Rajagaluh Kabupaten Ciamis Gunawan, Wely Hadi; Masruroh, Rina; Oktaviani, Winda
JAMARI : Jurnal Pengabdian Masyarakat Mandiri Vol. 2 No. 2 (2026): Januari
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/.v2i2.1017

Abstract

This community service program was implemented to enhance the ability of micro, small, and medium enterprises (MSMEs) in Dadiharja Village, Rajagaluh District, Ciamis Regency to apply digital marketing strategies suited to the demands of the modern economic era. The program used training sessions, hands-on practice, and mentoring, focusing on social media utilization, promotional content creation, marketplace introduction, and brand identity development. Participants included village government officials and local residents, with approximately 30 individuals taking part in the program, The results show a notable improvement in participants’ digital understanding and skills. MSMEs began managing business accounts, creating promotional content independently, and applying marketing strategies relevant to market needs. This program produced positive impacts, including increased digital literacy, wider product market reach, and stronger local business competitiveness. The activity is highly relevant to the issues faced by the community, particularly low digital literacy and limited access to modern marketing channels. This program provides practical implications in the form of enhanced capacity of rural MSME actors in utilizing digital media for product marketing, strengthened technology-based business management skills, and the establishment of a mentoring model that can be replicated in other villages with similar characteristics to promote local economic sustainability.
Pembinaan UMKM Perempuan Desa Cikupa; Sinergi SDM dan Potensi Lokal menuju Kemandirian Ekonomi di Era Digital Masruroh, Rina; Gunawan, Wely Hadi; Arraniri, Iqbal
JAMARI : Jurnal Pengabdian Masyarakat Mandiri Vol. 2 No. 2 (2026): Januari
Publisher : Universitas Insan Cendekia Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37577/.v2i2.1015

Abstract

Empowerment of women-owned MSMEs in rural areas plays a vital role in supporting family and village economies. This community service activity aims to improve Human Resource (HR) capacity and economic independence of women MSME actors in Cikupa Village, Darma District, Kuningan Regency. The partners faced main obstacles such as low business management literacy, lack of business legality (NIB), and minimal use of digital technology for marketing. The implementation methods included socialization, business management training using the Business Model Canvas (BMC), assistance with business legality (OSS-RBA), and digital marketing training (social media and e-commerce). The results showed an increase in partners' understanding of good business governance. Additionally, participants were successfully assisted in issuing Business Identification Numbers (NIB) and started utilizing WhatsApp Business and social media to promote local potential products. The synergy between HR capacity strengthening and digital technology adoption has proven capable of encouraging women MSME actors in Cikupa Village to be more adaptive and competitive.
Co-Authors . Wachjuni Adyla, Elda Ajeng Alawiyah, Widi Suci Ariwibawa, Yopani Ayus Ahmad Yusuf Budayanti , Sari Permanik Dadang Suhardi Dewi Fatmasari Fahmi, Anggito Hairul Hardiansyah, Indra Hardjadi, Dikdik Harjadi, Dikdik Hendrick Hernando Hendriyadi, Resnu Indriyani Indriyani Indriyani Indriyani Iqbal Arraniri Iqbal Arraniri Iskandar Iskandar Kartikasari, Dea Komarudin, Munir Nur Miyasto Miyasto Munir Nur Komarudin Neng Evi Kartika Noviani, Wina Nur Komarudin, Munir Oktaviani, Winda Pratama, Widy Nur Rina Masruroh Salsha Billa Azzhara Azzhara Setyanto, Refius Pradipta Susilo, Rahardjo Toto Syifa Fauziah Ulhaq, Virgina Dhia Wachjuni Wachyuni Wachyuni Wachyuni Wachyuni Watulandi, Micki Weni Novandari Wijaya, Tri Sukma Wijaya Yasir Maulana Yasir Maulana, Yasir